Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

RTD Tea in the Philippines

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Executive Summary

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PROSPECTS

A return to volume growth with smaller pack sizes

RTD tea returned to growth in off-trade volume terms in 2019, after a decline due to the implementation of the sugar tax. The leading player, Universal Robina Corp, limited price rises where possible, ensuring affordability for consumers.

Health trend leads to size reduction rather than sugar reduction

Despite increasing health awareness, reduced sugar RTD tea did not see dynamic growth in 2019. This was mainly due to the availability of various pack sizes in RTD tea.

Opportunities on-trade, with more outlets opening

Foodservice is demonstrating opportunities for growth for players in RTD tea. The rising number of new full-service restaurants is allowing brands such as C2 and Nestea to increase their visibility in this channel.

COMPETITIVE LANDSCAPE

Small packaging helps to maintain Universal Robina Corp’s lead

Despite enduring a challenging couple of years in RTD tea, Universal Robina Corp remained the leader in the category in off-trade value terms in 2019, and even increased its share slightly. Despite price increases due to the sugar tax, its C2 brand benefited from its availability in small 230ml packaging, which continued to grow more strongly compared with other sizes.

Players attempt to gain a stronger footing with small pack sizes

Coca-Cola Bottlers Philippines has yet to follow the shift to smaller packaging for RTD tea in order to better compete with C2. However, Pepsi-Cola Products Philippines has a 250ml PET bottle for Lipton, whilst The First Enterprises Inc launched a 250ml metal beverage can for Sola.

Active promotion boosts Nestea

Asia Brewery, which is licensed to manufacture Nestea in RTD tea, revitalised the packaging of Nestea to attract consumers. In 2019, the company continued to promote its RTD tea with trade promotions bearing the message “Feeling thirsTEA? Refresh with Nestea”.

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